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KARIN ROBINSON

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KARIN ROBINSON Lies, Damn Lies and Social Statistics: Why Raw Data Can Tell the Wrong Story and Why that Matters


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Rembrandt, Self Portrait at Age 63, 1669 © The National Gallery, London David Wilkie, Young Woman Kneeling at a Prayer Desk, 1813 © The National Gallery, London


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We have to admit that there are major flaws in some of the most common measures agencies and clients use for social insight.


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DEMOGRAPHICS Age, gender and location


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HOW DOES TWITTER KNOW SO MUCH ABOUT YOU? It guesses.


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HOW GOOD IS THE ALGORITHM? Not great.


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ARE THERE REALLY NO 12 YEAR OLDS ON FACEBOOK? Did you know only .45% of Twitter users disclose their age?


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SENTIMENT


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WHAT DOES IT EVEN MEAN? Can all posts really be considered positive or negative? Is the sentiment really about your client’s brand? How can you account for sarcasm, slang and context?


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“Before having children I only knew of Aptamil and SMA from TV advertising and hated Aptamil's adverts and their claim of being closest to breast milk.”


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THERE IS A BETTER WAY


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THERE IS A BETTER WAY


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THE VISIBILITY TRAP


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TWITTER ACTIVITY ? REAL WORLD POPULARITY


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DARK SOCIAL IS DOMINANT Nearly 2/3 of all social referrals come an unidentifiable source


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SO WHAT SHOULD WE DO?


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BE SCEPTICAL, AND CONSIDER THE CONTEXT


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LOOK AT BEHAVIOUR, NOT JUST DEMOGRAPHICS


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USE 3-DIMENSIONAL DATA


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